How Digital Strategies Can Supercharge Your Referral System

It has been well over a decade since the digital revolution went mainstream. However, according to Google, 55% of small businesses don’t even have a website. The vast majority of those that do, have a website that lacks key features necessary to make digital a revenue generating channel. A common reason for this lack of focus is the belief that real business comes via traditional channels like referrals.

How to supercharge referrals

The problem is that referrals are heavily influenced by digital channels. Your client base needs to know exactly what makes you great and be energized to make a referral. Digital channels provide the necessary energy. A well thought out digital strategy is vital to guide the referral process.

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Boost Performance with Sales Incentives

When sales and marketing work together harmoniously, all is well. Marketing builds the brand and drums up leads; sales reels them in and brings them home as paying customers. Yet we know. particularly for sales, that sales incentives are the critical driver for performance focus. With today’s more unified revenue value chain and closed-loop across marketing and sales, you may need to realign your incentive programs to drive alignment and focus on the behaviors and results you seek. Programs need to fit in with your revenue operating model and reinforce team revenue performance.

Motivate Success

handshakeIncentive systems can motivate the right behaviors and align activities across marketing and sales. The incentive model should be transparent and readily understandable while clearly motivating your teams to perform in accordance with the prevailing company revenue strategy. Incentives can be a highly effective way to encourage and motivate, build morale and drive desired behavior. A study called Incentives, Motivation and Workplace Performance showed that a stunning 92% of respondents cited incentives as the top reason they achieved a workplace goal. Incentives can have particularly big impact when the sales and marketing teams devise a program together to effectively drive sales team behavior.

The best, most effective incentive programs are SMART.

  • Specific – target a specific area for improvement.
  • Measurable – quantify or at least suggest an indicator of progress.
  • Assignable – specify who will do it.
  • Realistic – state what results can realistically be achieved, given available resources.
  • Time-related – specify when the result(s) can be achieved.

 

Begin by identifying your specific and measurable performance goals. Ask focused questions:

  • What exact targets and changes do we want to accomplish?
  • What behaviors would we like to reinforce?
  • How will we measure and track success?
  • How will the incentive campaign be implemented and promoted?

Once you’ve defined core metrics of success and created an incentive program that’s right for your team, there are some additional things you should keep in mind:

Stretch targets. Incent based upon new, desired behavior, e.g. meeting a higher quota, selling a new product, etc. Rewarding existing quotas and behaviors won’t likely enhance productivity.

Find the sweet spot. Don’t set your incentive payout too high, or the sales team will neglect their core responsibilities to focus only on the prize. Conversely, the payout should not be so too low that it doesn’t drive interest. Find the measurable incentive payout “sweet spot” that truly motivates your employees.

Public recognition. Public recognition helps to affirm good behavior, boost morale and foster a sense of friendly competition among the staff by celebrating the successes.

Keep campaign awareness fresh. Send regular reminders to the staff that the incentive is in place.

Choose a long enough timeframe. Consider running your incentive program for a substantial amount of time, not just a month or a quarter. Studies show programs that run for at least a year generate a 44% increase in performance, while programs running for a week or less boost performance by just 20%.

Measure and Track ROI. Establish baseline measurements at the beginning of your campaign so that you can track results and successes back to actual sales.

Promote team spirit.  Team-oriented incentive programs generate a performance increase of around 45% compared with incentive programs geared toward individuals, which yield just a 27% increase. However, both approaches can have a motivating effect, and it doesn’t have to be an either-or decision; experiment with different programs and see what your staff responds to the most.

Good luck and good selling! Are you looking to enhance revenue performance?  Sign up for a revenue diagnostic using our 50-dimension model.

 

Revenizer mobile responsive web example

3 Ways to Increase Website Conversion

Getting a web visitor to take action is the main objective of any web page. Unfortunately, many businesses see still a website as a brochure and do not take into account the way that web usage has changed and what the real purpose is. They spend all their time on design and not enough on usability and website conversion optimization. Pretty is good but conversion grows a business.

1. Use of Strong Visuals

Images need to have a purpose not just be decoration. Derek Halpen at Social Triggers put together a great article on the effective use of images.

He pointed out the following potential reasons for using images.

-To show a key product or service feature

Derek points out how genius the image of Apple Air in the envelope is. Apple is selling the “thinness” feature and nail it with the image. If you are selling a service, a good graphic can explain your offer.

MacBook Air image example for web conversion

-To direct attention

Images can be used to direct the web visitor’s attention. Images of people looking at or pointing can emphasize a key headline or call-to-action like a sign up form.

-To build trust

Using pictures of real people involved in the business whether they are customers or team members builds trust. Derek points out that people want to deal with real people. Stock images just don’t cut it. Customer testimonials have a lot more credibility if they have an image of the customer with them.

Revenue Architects testimonial example

2. Get the Headline Right

Another key page element is the headline. Copyblogger found 8 out of 10 people read only the headline. The promise of the headline must be compelling enough to turn a browser into a reader and then a sign up. Copyblogger offer a 11 part course to help with this. You won’t get the headline right first time. Optimizely lets you to test different headlines (and images) with no coding required. Testing should be an ongoing process.

3. Be Mobile Friendly

The big movement right now is towards responsive design. This means that a web site will reconfigure to be usable for any device from laptop ti smart phone. Website builders from Virb to Wix and Squarespace now offer responsive solutions. Excellent responsive themes are available for WordPress.

Revenizer mobile responsive web exampleDespite this, only 6% of small business websites are mobile ready according to a recent survey. The same study calculated that the lack of mobile readiness is costing US small businesses $1T each year. Mobile is now 28% of all web traffic. 4 out of 5 of these visitors will leave a site if it is not mobile optimized.

Make sure your emails are mobile optimized also. 70% of users will delete an email if it does display well on their smartphone. 75% of users open emails on smart phones.

 

Looking for help with improving conversion. Contact us at Revenue Architects.

For more ideas, go to Revenizer for 400+ more tips on optimizing digital + real time stats on your marketing performance.

The article summary is below.

Revenizer web conversion tips

Using Symbols and Doubling Open Rates ✔ It Out!

Judy Gern, Senior Client Partner with Revenue Architects, recently posted an article on the Vocus blog that deserves some further sharing. The key message is that by using symbols creatively in emails, open rates can see dramatic results.

Click on the image below to visit the original post on the Vocus Blog.

 

Vocus Blog Post